Building A Social BusinessFrom The Inside Out
Sarah Goodall (@sarahgoodall)June 2014
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Agenda
The Customer Journey Has Changed
The Changing Role Of Employees
7 Steps To Building A Social Business
Summary
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My Social StoryStarted In Norway…
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SAPs Social Story…Started Much Earlier
HR SALES, SERVICE,
MARKETING
FINANCE PROCUREMENT
CloudMobile Premise
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The Way B2B Customers Consume Information Has Changed Dramatically
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The Buyer Journey Has ChangedWe Need To Engage Much Earlier In The Decision Cycle
Through decision making process
60%
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What Has This Meant For Marketing?From Classic Funnel To Complex Journey
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A Converged Marketing ApproachFocused Around Content
Paid Media Owned Media
Earned Media
Amplify Out
Amplify Out
Amplify Out
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Changing The Dynamics Of BusinessSocial Impacts Every Department
Social networking isn’t just a new way of
Marketing…
It’s a new way of
Doing Business
It’s a new way of
Working
SAP BRAND
SALES
Social Selling
HR
Social Recruiting
BUYINGSocial
Procurement
COO
Social Customer Service
MKTG
Social Marketing
CHANNEL
Social Ecosystem
COMMS
Social Public
Relations
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What Has This Meant For Business?Inside Out Social Model
# SAP Facebook Followers *1
600,000
# SAP LinkedIn Followers *1
400,000
Digital Team
1,900,000
# SAP Twitter Followers *1
900,000
Reach
Av. Friends *2 Av. Followers *3
60,000 SAP Employees
X
Digital Team
X12Av. Unique Connections *4
Potential Reach
*1 Source: Sprinklr*2 Source: Facebook*3 Source: Twitter*4 Source: LinkedIn
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A Bag Of Marbles has 3X More Surface Area
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Content Shared By Employees Receives 8X The Engagement Of Content On Brand Channels (Social Chorus)
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77% Of Consumers Are More Likely To Buy A Product When They Hear About It From Someone They Trust (Nielsen 2013)
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Between 2009 & 2014 Trust In Employees Increased 20% Compared To CEOs Increase of 12%
Building A Social Business
…Is Like Building A House
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Stage 1: Get Planning PermissionBe Sure The Organisation Is Ready For Change
Executive Sponsorship Critical
Establish A Collaborative Culture
Use Tools (SAP Jam)
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Stage 2: Plan For SuccessGet The Right Team
Marketing + Comms + HR
Align To Business Goals
Identify Your Social Superstars & Your Social Wannabes
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Stage 3: Lay The FoundationsEstablish A Social Office
Social Media Policy
Social Listening (SAP Social Analytics)
Identify Internal & External Influencers
Select Keywords
Create A Strong Amplification Engine
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Stage 4: Begin ConstructionConstruct An Engaging Training Curriculum
Create A Social Maturity Model
Easily Consumed Training Modules
Create A Social Learning Platform
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Stage 5: Add Materials To Complete The BuildOverlay Content To Encourage Sharing
Make It Easy To Share
Provide ‘Social Ready’ Content
Monitor & Optimize
Tools: Dynamic Signal, Social Chorus, Everyone Social
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Stage 6: Final FixesMeasure Social Business Impact
• Engagement
• Awareness
• Web Traffic
• Employee Engagement
• Retention
• Cost Of Recruiting & On boarding
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Stage 7: Ongoing MaintenanceKeep Evolving
Running A Social Business:
New Technology
New Regulations
New Content
Extend To Partner Network
Extend To Customers
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PEOPLEOrganisationExec SupportChange MgtCollaboration
Align Mktg
The Building Blocks Of A Social Business
TECHNOLOGYCommunity SW
Social CRMSocial ListeningAdvocacy SW
PROCESSSocial PolicyGuidelines
MeasurementsWorkflows
AmplificationSocial Business
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Stages Overview:Quick Summary
Planning Permission
Plan For Success
Lay The Foundations
Begin Construction
Add Materials To Complete Build
Final Fixes
Maintenance
Be Sure The Organisation Is Ready For Change
Get The Right Team, Executive Commitment & Plan
Establish A Social Office For Listening & Content
Create An Engaging Training Curriculum
Feed Content & Make Sharing Easy
Measure The Impact Of Social Business
Keep Evolving The Social Model
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Stages Overview:The SAP Program
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Stages Overview:My Program!
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Thank you
Twitter: @sarahgoodallBlog: www.sarahgoodall.comLinkedIn: www.linkedin.com/in/sarahgoodall